360º COMMUNICATION PLAN TO INVITE EVERYONE TO BUY PANTENE GOLDS 

- TV 20” & 10”

Strongest Digital and Social Media plan exploting Gold Products during Summer period.
Focused Communication on InStore Challenge! - Buy 1 Pantene product and meet Baby K, Italian Artist new brand ambassador.
Social Media explosion. Drive consideration & closure on Golds behind the challenge (the song with Pantene tag).

- Programmatic. Behavioral and SD Redirecting to AMZ Store.

- Machine Synchronization: GEO-TARGETED activation around most potential POS:
    1. Banner redirecting to store with strong consumer mechanic.
    2. Targeted coupons at cashier to most potential consumers.

- In Store amplification - WOW assets with strong consumer mechanic “buy 1 conditioner & meet Baby K - 1 winner x week”.

- Tiktok challenge - leverage Pantene Products by a Tiktok challenge, dancing Baby K song. 

- Spotify and Radio. Digital platforms and radio channels communication.

> 8 MILLION VIEWS  in 10 days. More than 26.000 participants.